The South West’s celebrated coastline is among the destinations being showcased in a new national tourism campaign from VisitEngland, aimed at encouraging more people to holiday closer to home and support visitor economies across England’s coastal communities.
Launching on 28 September, the £1.2 million ‘All on England’s Coast’ campaign aims to drive bookings and visitor spending through autumn, winter and into 2027. While the initiative showcases coastal experiences across England, the South West has been designated as the campaign’s dedicated ‘Outdoor Coast’, highlighting the region’s reputation for active adventures, exceptional food and drink, wellness experiences and spectacular coastal landscapes.
Covering Devon, Cornwall, Somerset, North Somerset and Dorset, the Outdoor Coast reflects many of the experiences that have helped establish the South West as one of the UK’s most popular holiday destinations. From dramatic clifftop walks and surfing beaches to seafood restaurants, harbours, coastal festivals and countryside escapes, the region offers a compelling mix of outdoor pursuits and hospitality-led experiences.
The campaign comes at a time when VisitEngland research indicates domestic coastal breaks have fallen by 18% year-on-year, with travellers taking shorter trips, booking later and spending less. VisitEngland says the economic opportunity remains substantial. If just 10% of spending currently directed towards overseas holidays was redirected to domestic travel, it estimates an additional £8 billion could be generated for the UK economy.
Tourism Minister Stephanie Peacock highlighted the importance of coastal tourism to local economies and communities. “Tourism sits at the heart of our coastal communities, with millions of people choosing to visit the British seaside every year for their holidays,” she said. “The sector not only provides fantastic days out but is also a key part of the economy.”
Peacock also referenced recent visits to several coastal destinations, including Dorset’s Jurassic Coast and Devon, underlining the enduring appeal of England’s seaside destinations.
VisitEngland Director Andrew Stokes said the campaign would shine a spotlight on the people, businesses and destinations that make England’s coastline special. “England’s coastal destinations are among our greatest tourism assets, offering world-class experiences, stunning landscapes and vibrant communities,” he said. “Whether visitors are looking for a short escape or a longer holiday, there’s something to suit every taste and budget.”
The South West features alongside four additional themed coastal regions across England. These include the Creative Coast in the South East, Nature Coast in the East of England, Historic Coast in the North East and Yorkshire, and the Classic Coast in the North West. However, with its emphasis on outdoor exploration, seasonal food and wellness, the Outdoor Coast concept places many of the South West’s strongest tourism assets firmly in the spotlight.
The campaign will run across radio, podcasts, social media and digital advertising channels, with VisitEngland working alongside Local Visitor Economy Partnerships and tourism businesses to convert inspiration into bookings. To view video content of the paid creative go to: All on England’s Coast
For South West destinations and hospitality businesses, the initiative represents a timely opportunity to attract visitors outside the traditional summer season and encourage travellers to explore more of the region’s diverse coastal offering throughout the year.
Tourism remains one of England’s most valuable industries, supporting more than two million jobs and contributing £127 billion annually to the economy. As visitors increasingly seek meaningful, experience-led breaks closer to home, VisitEngland hopes the campaign will encourage more people to discover everything the South West coast has to offer while also supporting coastal communities across the rest of England.
Tourism businesses, visitor attractions and destinations are encouraged to get involved. There is a dedicated section on VisitEngland’s website providing campaign assets and content that can be adapted to promote local destinations and experiences and shared on social media using the hashtag #AllOnTheCoast. More information is available HERE.
Feature Image credit: VisitBritain/Rod Edwards
